LAS VEGAS – Ride-share companies have helped to reinvent how people think about transportation, and they’re now working with marketers to transform the experience. Lyft Media, the advertising sales unit of the ride-hailing company, has developed a variety of ad formats to help get brands reach consumers as they book and take a ride.
“We can show people experiences, media and advertising experiences in their app while they’re calling it, on top of the car as the cars are driving around, on the street of our bike-share stations as they’re walking to the car and inside the car as well,” Kenan Saleh, general manager of Lyft Media, said in this interview with consultant Joanna O’Connell at ShopTalk 2023.
In-car screens provide media content for passengers as an alternative to looking at their smartphones. Brands have the ability to reach consumers at different stages of the purchase funnel, depending on their objectives.
“We can integrate these campaigns together so you can have a holistic media experience, and you can run both [upper- and lower-funnel] at the same time,” Saleh said.
Lyft Media attended its first ShopTalk to meet with brands and to look at ways to partner with retailers on marketing efforts. The goal is to create a seamless experience that a brand can provide to consumers all the way from booking a ride to arriving at a destination, whether it’s a store, restaurant, hotel or airport.
First-party data can be harnessed to customize advertising while also protecting people’s privacy.
“We take the data and privacy of our customers very seriously, and our core business getting people from point A to point B,” Saleh said.
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